Steady cost reductions are the history of every American shotgun. We want lower prices.
"A good handgun is worth an ounce of gold." This old quote helps explain inflation and the economy. In the late 1880, you could get a Colt Single Action Army for a $20 Gold Double Eagle (1 oz) coin.
That seems like a steal, until you consider that in 1880, the average American man earned $545 per year. That Colt .45 revolver was two weeks of a man's pay.
You can still buy a Colt Single Action Army- for $1800 dollars. Gold is $2,034 per troy ounce today. As artistic as that .45 is, I had a Freedom Arms .454 Casull ($3,500) which is the best of hand craftsmanship, new modern materials, and machine tooling .
Here is what the average guy thinks is very good: Glock Model 19. $500. No craftsmanship, no lovely wood, no blued metal, jet-age plastic wherever can be engineered. The trigger is so horrible by the standard of $1800 pistols as to be laughable, yet the users don't know any better. All of the parts fit together without a gunsmith, and it goes 'bang' most every time.
You'd think everyone but pistol aficionados would buy a $500 pistol. After all, it's sort of "good" and only costs 1/4 ounce of gold, but no. The chat boards are full of people saying how their $400 Canik (Turkey) is just as good as a Glock, and people complaining about trouble with their $300 Tisas Turkish semi-auto.
How does this relate to Beretta?
Back in the late 80's I bought a very nice 686 Ultralight for $1400. I think I was making $32,000 a year as a Research Engineer. That was real good money. That shotgun cost an Engineer a bit more than two weeks pay. (2.27 weeks).
The median pay for an engineer for with my experience back then is about $79,000 per year now. 2.27 weeks at that pay is $4,100. A brand new UltraLeggaro is $3,000.
Instead of comparing a $3,000 Beretta shotgun to what, due to inflation, used to cost $4,000... we should look at their $4k guns.
How can Beretta be offering the same gun for 25% less? Nice figured hardwood is not getting cheaper. There has been no breakthrough in CNC machining. Something has to give. Because we want cheaper shotguns yet expect the same features, quality, and customer service.
"We're number 2. We try harder." - Avis car rentals. Back in the 60's and 70's, Avis was the 'little guy." Why rent a car from them? Because they were going to give you better service than the big company, Hertz. Well, it used to be well known that Browning made the best shotguns. Even though they moved from FN in Belgium to Japan, to reduce costs. And then had a salt-wood debacle as they struggled to reduce costs.
Beretta had to earn it's American brand loyalty in the late 80's. And they did. The 686 series is still a masterpiece. But now they sit at the top of the heap, and have to find a way to offer cheaper shotguns without spoiling their brand name. So there is Benelli and Franchi.
Is a $2,000 Franchi Instinct SLX as good as a $3,000 Beretta Ultraleggaro as good as a $5,000 Guerini Tempio Light? No fair!
Is a $500 aluminum frame Yildiz as good as a $2,000 Franchi? No. But for many purposes, it's good enough.
In general, I believe the Beretta has earned it's reputation as one of the top two over and under shotgun products in the world and they can rest on their laurels. I would buy one. Except I believe that Fabarm (Fabarm and Syren belong to Ceasar Guirini) is the new company that says "We try harder." They need to provide extra value because their brand is not yet well known. I believe the quality is right up with Beretta and Browning, or better, at the same price points. Fabarms $3,000 Light shotgun has Randy Wakeman's money. Me? I got the same gun but in steel frame.
Just try to buy a pump action shotgun as good as a 1940's era Ithaca Model 37, Remington Wingmaster or Winchester Model 12 today. You simply can't. They would cost too much to produce. My lovely 1946 12 gauge pump that I got used for less than $300 would cost about $1700 today. Let's face it, there are much better semi-autos now for that kind of money. But for $400? No way.